Project at a Glance

Title: New car buyers' valuation of zero-emission vehicles : California

Principal Investigator / Author(s): Kurani, Kenneth

Contractor: UC Davis

Contract Number: 12-332

Research Program Area: Climate Change, Economic Analysis

Topic Areas: Behavioral Change, Impacts, Transport


New car buyers' valuations of zero-emission vehicles (ZEVs) and zero-emission enabling vehicles, specifically plug-in hybrid electric vehicles (PHEVs), battery electric vehicles (BEVs), and fuel cell electric vehicles (FCEVs) were assessed via an on-line survey and in-person interviews with a subset of the survey respondents. Questions about awareness, knowledge, experience, and consideration were asked prior to the valuation measure-the drivetrain type of a plausible next new vehicle designed by each respondent. The survey was administered in California, Oregon, Washington, Delaware, Maryland, New Jersey, New York, Massachusetts, and the other member states of the Northeast States for Coordinated Air Use Management (NESCAUM). Interviews were conducted in California, Oregon, and Washington. Even in California, prior awareness, knowledge, experience and consideration of PHEVs, BEVs, and FCEVs was low. Still, 38% of CA respondents-representing nearly 1.5 million new car-buying households-design a PHEV (21%), BEV (11%), or FCEV (6%) in a "design world" that does not allow battery-powered all-electric drive in full-size vehicles but does offer incentives modeled on those available at the time of the survey. Respondent clusters are identified by motivations for or against designing a PHEV, BEV, or FCEV. The first barrier to achieving emissions and energy goals through marketing ZEVs is few new car-buying households in California have yet to ask themselves whether and how they value ZEVs.

For questions regarding this research project, including available data and progress status, contact: Research Division staff at (916) 445-0753

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